The Role of Consumer Reviews in Purchasing Decisions - Research Paper Example

Arts administration: The relationship between the media and the arts galleries Literature Review 2.1. Effect of online news and blogs on consumer behavior An import strand within the literature was the recognition that blogging and online news functions as a form of consumer review on the art gallery. A significant amount of literature examined this concept in relation to the impact that consumer reviews had on peoples’ decision making. Zhu & Zhang (2010) indicated that 24% of all Internet users check online reviews before making a purchasing decision over the Internet. Liu (2006) extended this discussion through considering the impact that movie reviews had on the public. This study found that movie reviews through blogging and online news accounts had a significant statistical connection with the film’s eventual box office returns. Dellarocas, Chrysanthos, Xiaoquan, Zhang, & Neveen Awad (2007) went as far as to incorporate online movie review ratings to a formula for determining the predicting power of whether or not a movie would be successful at the box office. Kaplan and Haelein (2011) recognized the growing importance blogs had on influencing consumer behavior. Their qualitative research cited a multitude of instances in which consumers engaged directly with the blog or produced their own blogging content. In one example, the airline Jet Blue left passengers on a Tarmac for nine hours during an ice storm. Rather than merely voicing their complaints to the airline’s management, many of the consumers took directly to blogging. While exact quantitative measures of the impact this blogging had on consumer purchasing decisions were not recorded, the blogging had a strong enough impact to result in the airline issuing a direct apology, not only to the consumers, but to the general public. The impact of blogging directly on and within the art world has been discussed in a number of contexts. Hausman (2010) considered the ways that the Duisburg Philharmonic Orchestra implemented its blog as a marketing tool over a four-week period. This research found that over this period the blog posted three articles. The researchers found that the least successful types of blog posts on the orchestra’s page were simply informational posts about the orchestra’s operations. Conversely, the most successful blog posts were posts that created a conversation directly with the users. At one juncture when the blog post included outside links to other blogs and was hosted by other contributors, the blog post gained increasing attention. Hausman (2010) additionally considered the impact that micro-blogging had on promoting art exhibits. This research specifically focused on the impact that Twitter and other forms of micro-blogging had on promoting exhibits at the NRW-Forum Duesseldorf, a contemporary art museum that includes photography, media, fashion, and communication. The research found that consumers engaged most prominently with the museums Twitter posts included a mix of museum-centered content and content that extended into other domains. Such a consideration attests to the impact that a blogging publication’s voice has on consumer attention and engagement. Examining the aesthetic links between blog structure and intention is also critical to A significant amount of research has examined the connection between storytelling and marketing effectiveness in blogs. Liu and Wu (2011) argued that storytelling was an essential tool that business marketers have used to engage consumers. This research articulated a multitude of elements related to the impact of blogs directed towards consumers and the role that storytelling played within this matrix. The researchers argued, from a qualitative perspective, that blogging directed at consumers with the intention to sell or promote a product was generally met with a heightened amount of skepticism. However, they argued that storytelling constitutes a means through which bloggers and marketers are most effectively able to reach consumers, despite their unwillingness to be reached. These considerations attest to the strong importance that journalistic accounts of art galleries have and will continue to have into future contexts as these accounts articulate the elements involved in the most engaging context possible to consumer audiences. Liu and Wu (2011) argued that blogging constitutes a unique interstice in that it allows information to be transmitted in real time. This perspective further is highlighted through recognitions surrounding the extent that the knowledge that is disseminated is knowledge that is opinion-based, yet is able to leverage the power of the Internet and social media to provide improved ethos and import to the blogger’s message. Within the spectrum of blogging on art publications, one has the understanding that such notions are highly significant as the ethos of much artistic production is that it operates as a counter-cultural criticism of dominant modes of understanding. The very nature of blogging then is such that the very medium is that it is necessary to advance much of the message existing in the art works that are being covered. The research also considered that in addition to providing increased articulation of the products or items through narrative, blogging also was important as a means of increasing emotional responses within readers or consumers. Hausman (2012) focused on blogging as it related to viral marketing. In these regards, she argued that blogging represents a means through which opinion and news oriented content has the most effective approach to going viral. Hausman (2012, p. 177) argued that, “Blogs are the ideal breeding ground for viral communications, as their comment function and the possibility to link individual blogs make them especially well suited to encouraging the exchange of experience and knowledge about individual providers and their services.” The researchers extended this argument through arguing that blogs were particularly effective as a communication tool because they allowed readers to comment and engage directly with the content and as such encouraged a greater amount of participation and sharing among the populace. 2.2. Expected trends in growth of Internet as a medium of marketing The literature focused on a number of specific future growth trends the Internet is expected to incorporate as a medium of marketing. The possible impact of these trends of online news and blogs on the arts is numerous. Following Hausman’s (2010) recognition that interactive blogging constitutes the most effective type of blogging, future trends in blogging will undoubtedly begin to move towards incorporating greater levels of interactivity. Petulla (2014) considered the metrics that have contributed to the astonishing rise in popularity of the online blog and news source Buzzfeed. While this research established a number of significant elements related to specific trends that are changing in blogging, the research also recognized that in the future the most important and dominant trend will be the use of innovative metrics to determine the most effective and viral content. Kaplan and Haenlein (2011) indicated that increasingly word-of-mouth is a critical trend that is impacting the extent that a blog post or news article becomes viral. Within considerations related to metrics, a news organization’s ability to track the word of mouth trends for an article will increase through innovations in data collection methods over the next decade. More accurate trends in this spectrum of investigation will surely impact the types of blogs posts being written about, as those with greater potential for word-of-mouth sharing will assume more prominence in publication cycles. Dellarocas, Chrysanthos, Xiaoquan, Zhang, & Neveen Awad (2007) also identified the importance of word-of-mouth as a critical tool in advancing an effective blog post. Another significant trend in the literature about expected trends in future growth regards specific changes that are emerging in content production. Song (2013) argued that what has consistently been emerging is a division between fast and slow content. Song (2013) indicated that slow content is understood as traditional forms of content that necessitating long reading. Examples of this content include the Atlantic Monthly, the New Yorker, or other forms of in-depth journalism. Conversely, fast content is content that is digestible in a rapid way. Song (2013) argued that fast content is increasingly emerging as the dominant form of news and blogging content because is naturally aligned with social media. In this respect, she indicated that the most effective social media content is that which is, “Charged with emotions; Bounded by self-image management, and also; By concerns over relationship with others” (Song, 2013). Fast content is able to attend to these forms of information trends with greater ease than slow content because it relies on more sensational headlines and oftentimes more consumer engaged content. 2.3. Possible impacts of trends of online news and blogs on arts When one considers the potential impacts of trends of online news and blogs on arts within the literature a number of important points emerge. Following Song (2013), future trends in online news and blogging will undoubtedly move more towards fast content. As described in the section above, this content will involve elements related to a host of structural changes that will occur within the content and the headings themselves. One can assume that the impact of these changing trends on the arts is that they will result in exhibits that naturally play into the dynamics of fast content to be more effective in gaining promotion for specific types of exhibits. To some degree, one considers that such a trend has already taken shape. While in the past art exhibits gained esteem through traditional reviews in polished publications, now grass roots publications have emerged and have been most effective promoting art that invites a spectacle. For instance, in New York City, a recent article that gained viral attention within the underground art-world focused on a group of performance artists who produced a spectacle-like conceptual dance in front of the Lincoln Center in Manhattan (Wolfe, 2015). In the past such performances would have gone unnoticed by the media, but with the shift towards fast content, such a spectacle-like performance now will gain a greater amount of attention than more traditional forms of artistic expression. Also significant is that such form of journalism relay the art content in a storytelling fashion, which follows Liu and Wu’s (2011) recognition that storytelling is an important method for reaching audiences. As consumers increasingly become tired of traditional methods of fast content engagement, including lists and quizzes, storytelling through journalistic accounts will increasingly remain an important method of disseminating information about art to the general public. As in the case of Jet Blue, consumer blogging also is beginning to occupy a role outside of the domains of traditional media content. In this instance, the bloggers directly voiced their complaints about a consumer product, which subsequently had a tangible impact on the airline’s public policy. In future contexts one considers that not only will blogging begin to function in interstices that traditional media failed to capitalized upon, but it will additionally focus on micro-concerns that in past environments would have been ignored without the aid of social media. A number of theorists have recognized that aspects of social media and blogging do not play into the strengths of large-scale art institutions (Borner as cited in Hausman, 2012; Klein, 2009). Hausman (2012), speaking of large-scale established art institutions, indicated that, “Strict communication lines and lengthy decision-making processes are typical featured of the preferred top-down hierarchy. Against this background, the effectiveness of social media will be limited…” Such understandings attest to the increasing potential that future trends in blogging and fast news content will result in greater amounts of promotion occurring for more emergent and outside-the-box art forms than those traditionally championed by these large-scale institutions. Chapter Three: Case Studies 3.1. Power Station of Art in Shanghai China －BIENNALE 3.1.1. Online news review of Biennale 3.1.2. Online blogs review of Biennale The online blog Art Radar also featured prominent coverage of the Shanghai Biennale. This coverage began with an overview of the Biennale by indicating that, “The Biennale’s programme draws together contemporary and historical art works, as well as music and cinema, curated independently by Nicholas Bussmann and Hila Peleg” (Artradarjournal.com, 2015). While such an opening statement would seem to indicate that the coverage was merely a support of the Biennale, this blog went on to raise a number of critical questions about the Biennale. In these regards, the article next pointed out that the Biennale was delayed for an extended period and speculated that this delay was attributable to the Biennale being under pressure to deliver a large-scale project. The blog went on to speculate about other aspects of the exhibition, particularly in relation to the broader context of the city in which the exhibition occurred. In these regards, the article argued that Shanghai’s size demanded that the exhibition be equally immense. The article’s approach to informing the public about the Biennale occurred through a number of channels. The first informative piece the article contained was knowledge regarding the event’s curator. Specifically, the article indicated that the event was curated by Anselm Franke and featured an interview with this individual, quoting him as saying, “the budget is smaller this year, that is why they picked us, they knew we would make do. [...] [The Biennale] needs to redirect itself: what it has in resources does not match up. [...] We can’t compete with spectacle.” One considers that the choice to contain a quote from the curator was significant because it provided readers with a top-down understanding of the thinking process that went into putting together the exhibit. The specific quote also attests to the financial constraints the exhibition was under. Perhaps recognizing this aspect of the exhibit, the article went on to provide background information about the curator. Another notable trend within this blog post was that in addition to the quote from the curator, the post contained an extensive amount of references to other blogs’ and news outlets’ coverage of the Shanghai Biennale. Among the other blogs featured in the post were Blouin ARTINFO, Wallpaper, and the Art Newspaper. The collection of these disparate sources seems to attest to the blog using intertextual references as a means of building heightening its credibility. These intertextual references also appear to function as a somewhat new form of journalism in which blogging functions as a means of bringing together a multitude of sources in an easily digestible way and then providing context for these assorted sources. While such a process would seem to indicate the blogging is merely relaying second-hand news, in actuality it is providing unique insights by fusing together disparate knowledge. Blogs were not the only sources that focused on the event’s curator as a major component of disseminating information. Additionally, news accounts of the event also highlighted the curator’s importance as a central news element. The story’s contained a direct reference to the individual, noting that, “Thanks to the curatorial vision of the young, forward-thinking Anselm Franke, who is based in Berlin, the exhibition was notable for standing out in a city awash with world-class art” (Shaw, 2014). While this feature may be unique to the importance of this particular curator, it only highlights the important notion of the curator as a central figure in the dissemination of knowledge surrounding art galleries and art related events. Another element that was significant about this source was that it focused on the interrelation between the art exhibition and Shanghai. Of course, this connection was additionally established in accounts of the Biennale provided by the blog Art Radar. While the show’s curator pointed this aspect out, one further considers that in this instance the blog format seems to have been influenced by the components contained in the Wallpaper, attesting to the sometimes importance of stable news sources setting the tone for blog posts. The Wallpaper’s storytelling is highly similar to the journalistic storytelling format that was implemented by the Guardian. In both instances, an overview of the art exhibit was followed by a piece-by-piece rundown of the individual installations. Additionally, in both instances, a brief review/critique was levied by the news publication. While the Guardian’s coverage of the Australian photography exhibit contained a brief criticism of the exhibition, the Wallpaper refrains from offering any direct form of criticism. In terms of qualitative statements, the news publication states that, “Trevor Yeung’s ‘Maracujá Road’ work is, however, the standout piece with a thought provoking representation of unsatisfied impulses in human relationships” (Shaw, 2014). The remainder of the article instead focuses on mere description of the pieces contained in the exhibit. While the large-scale news formats generally provide a narrative like-overview of the event, the blog format’s more free-form structure often results in it focusing on disparate other aspects of the exhibition. The blog, Re-blog, is one such example of this shifting focus. In these regards, the blog post that covers the Shanghai Biennale, rather than focusing on the entire exhibit, instead focused on one aspect of the Biennale. Specifically, this blog post focused on the Sydney Pavillion and the ‘Floating Eye’ theme that was contained in it. In terms of a broad overview of the event, this blog post contained a single sentence that indicated the event was, “the largest international art event in mainland China, attracting over 8 million visitors” (Re: Blog, 2013). The blog post’s main focus, however, was on the Sydney Pavilion. Similar to the news posts, this blog post did not present a strong critique of the exhibition. Rather, the post operated in an explanatory capacity, indicating what this portion of the exhibition constituted. For instance, the post explained that the Sydney portion of the Biennale conveyed different perspectives about the Australian city and that it put-together a visual language of symbols. The blog post also indicated that this portion of the exhibition was effective because it ensured that visitors were able to effectively navigate the exhibition. 3.2. Art Gallery of New South Wale - THE PHOTOGRAPH AND AUSTRALIA 3.2.1. Online news review of The photograph and Australia While the Guardian failed to have extensive coverage on this year’s Shanghai Biennale, this prestigious newspaper did have significant coverage of “The Photograph and Australia.” Among the notable aspects of this publication is that it features a narrative structure that other publications may not have implemented to the same degree. One recalls that Liu and Wu (2011) had established storytelling as an essential tool through which marketers looking to promote a product must use in order to maintain reader interest. While the Guardian is a news source, one cannot underestimate its interests in maintaining such interest and even its underlining need to provide an engaging depiction of the event being covered. In this instance, the story’s narrative progressed in a way similar to how one would imagine an attendee progresses through the exhibit. The story first provides background information on the exhibit. It next jumps from exhibit to exhibit, providing unique insight into each different art installation. In terms of critique, for the most part the article is complementary of the event. However, at one instant it does levy a criticism, indicating: “after the low-key atmosphere of the faded photographs of the previous rooms, the sudden appearance of a projection dumps the viewer back in the here and now – not necessarily a place you want to get to in a hurry after the languorous nostalgia of the rest” (Frost, 2015). One considers that such a critique constitutes one means through which these sources contribute further to the conversation between the exhibition and the audience by providing a professional review of the organization. One considers that the news’ publications lack of critique of these exhibits seems to function as a means through which they are functioning to promote the exhibit and drive viewer reader interest. Additionally, these reviews highlight the recognition that in many instances art is a subjective endeavor and as such providing a sharp critique of a specific exhibit or aspect of the overarching exhibition is sometimes close to impossible. The Sydney Morning Herald also featured a prominent news story about “The Photograph and Australia” exhibit. This story contained many components that were characteristic of major news accounts. Characteristic of other news accounts of major art exhibits, after an introductory paragraph, this source featured a quote from the program’s curator, Judy Annear. Although this news account contained a more light-hearted tone than the Guardian piece, its structure functioned extremely similar to other news accounts on art exhibitions. In these regards, the news account featured a general description of the events that were occurring at the exhibition and a general interpretation of the events. While a traditional movie review generally features positive and negative assumptions about the product, news accounts of these two art exhibitions only generally went as far as attempting to understand the art being presented. 3.2.2. Online blogs review of The photograph and Australia The blog Black Parrot Editions contained followed the general trends in blogs to have a more nuanced focus than larger-scale news sources. This blog similarly contained a number of unique elements. While many other blogs on the exhibition provided a free-form discussion of the event, this blog went even further in this direction and contained a lengthy personal digression. This specific blog post started out by providing an overview of the concept of photography. While news source that covered the two exhibitions generally began with an overview, this digression veered more into personal philosophy. After the overview, the blogger went on to provide her personal experience visiting the gallery. She provided the caveat that she did not know what to expect prior to visiting the gallery. In terms of qualitative assumptions about the specific exhibit, the blogger provided a number of notable elements. The blogger indicated that, “Another real delight for us was the extraordinary physical presence of old photographs” and that, “A broad variety of pop-cultural material and ephemera is also an unusual treat in the AGNSW” (Black Parrot Editions, (2015). Although for some these qualitative statements lack the in-depth insight that one would seek from a new or blog account, they were effective in that they relayed this blogger’s true-to-life perceptions of the exhibit in a way that is not as directly apparent in news accounts. Significantly, this blog shared with other blogs, including the Art Radar’s coverage of the Shanghai Biennale, was the presence of intertextual references. While major news outlets such as the Guardian refrained from including direct references to other news sources, Black Parrot Editions referenced other reviews that contained a negative appraisal of the exhibition. 3.3.3. Western perspective Gaining a Western perspective on the art exhibits and articulating the exhibits through this contextual understanding was a significant aspect of both news and online blogging. While the news sources refrain from providing an extensive critique of the exhibition, what one recognizes that they are in many ways functioning as an interpreter for the potential audience. In this respect, the oftentimes difficult and challenging nature of these art exhibits is such that even for people who have a deep appreciation of art, it is such that it is difficult to contextualize and develop an informed understanding of the exhibits in question. For example, in shining a light on Peter Ablinger and Liu Chuang’s exhibit, the Wallpaper also is providing readers a means through which they can better interpret the specific exhibit. Consider the article when it states, “The Chinese principle of ‘seek truth from facts’ famously invoked by Mao Zedong in 1938 is another key theme, reflected here in Austrian composer Peter Ablinger’s robotic piano installation playing a tune following the words. In the same lobby space, Liu Chuang’s ‘Segmented Landscape’ geometric window grilles comment on notions of inside and outside” (Shaw, 2014). In this instance, the description is important because it is linking the exhibit to the above-mentioned Chinese principle. These textual inclusions operate as a means through which the reader is better able to understand the exhibit’s thematic undertones. Chapter Four: Conclusion 5.1. Discussion The analysis of the various news and blogging accounts of the Shanghai Biennale held at the Power Station of Art and the Photograph and Australia held at the Art Gallery of New South Wale demonstrated a number of important findings. Among the overarching considerations was that news sites were differentiated from blogging sites in that the former adopted a moral formal structure than the later. Consistently throughout the research analysis, news articles on the art exhibitions adopted a similar format. They implemented an overview, made a reference to the exhibit’s curator and then provided an extended description and tour of various elements of the exhibition. In many ways, this traditional narrative format can be linked to Liu & Wu’s (2011) argument that storytelling is an essential format that must be adopted in order to retain reader interest. In this form of understanding, the expected format contained in these news articles functions in a way similar to the narrative format embodied in traditional storytelling. In some ways, this traditional narrative format maintains the story’s ethos as it features exclusive interviews with the exhibit’s curator or other first-hand knowledge; from another perspective, however, maintaining this traditional format contains a degree of artifice. Conversely, blogs regularly featured more dynamic forms of expression. In both blogging and news sites, one recognizes that the central thorough-put was that they functioned not so much as a critique or review, but as a means of explaining and interpreting the art exhibition. While the Guardian’s review of the Australian exhibit – perhaps the largest scale review of the news sources – contained a brief critique of a small aspect of the exhibition, the review was largely informative. The blogging sites similarly implemented this approach. In one respect, this understanding is significant because it demonstrated that both accounts contained a similar approach to enhancing reader engagement in the exhibition. However, another significant recognition was that this approach spoke to the very epistemological nature of exhibiting art. Rather than constituting a form of entertainment, these news and blogging outlets instead depicted the sources in a way that was more akin to a history or natural science museum exhibition. Although few people will agree on the meaning of art, what is clear from these disparate sources is that the majority of people writing about art do not view it in simple terms of good vs. bad. Another significant finding was that blogs contained greater intertextual components than did news sources. Such a recognition attests to Hausman’s (2010) argument that interactivity is emerging and will continue to emerge in the future as a dominant form of expression within media. The occurrence of intertextuality within blogs in the present analysis functioned as a means of situating these outlets in terms of things that were shown to occupy a place of knowledge creation unique from the major news accounts of the events. Namely, by collecting different news accounts of these perspectives within a single article, the blogs were able to transcend a singular perspective and instead present a more nuanced and textured perspective-based understanding of the exhibitions than that contained even in major news outlets. Although the literature review had highlighted the divergence between fast and slow content and speculated that the changing dynamics of the media would naturally shift towards fast content, in many regards both the blogging and the news accounts of these exhibits were more closely aligned with slow content. Perhaps because of the nature of the exhibitions situates them as “high” art and they naturally demand a more informed reader the slow content emerged as a more prominent form of expression within these blogs. While it would have been easy for many of the bloggers to simply resort to easy depictions of exciting or engaging exhibits, the vast majority maintained lengthy and involved textual descriptions of the events as a dominant form of expression. 5.2. Conclusion The research has demonstrated that news outlets and blogging feature have covered art exhibits in both similar and divergent ways. In terms of divergence, news outlets approached these exhibitions with a form that is more traditional and narrative like. They contained traditional themes, including quotes or lengthy interviews from the curator. The news sources usually refrained from criticizing the exhibitions, instead opting to act as describer of the exhibitions. They also generally set the tone for the blogs. Conversely, blogs generally adopted a more loose structure. The blogs additionally implemented an approach that was self-consciously personal, at times describing the writer’s own personal experience walking through the exhibition and the various ideas and sensations that he or she encountered in doing so. The blog format, perhaps because it lacked access to first-hand interviews, more frequently relied on intertextual references to other blogs and news sources. Ultimately, these divergent and similar features functioned as a means of engaging viewers and art appreciators in the exhibitions more so than they did provide objective commentary on the upcoming exhibitions. 5.3. Recommendation This analysis has partially shown that while blogging has traditionally been derided, in certain contexts, such as the present discussion on reviews of art exhibits, it may actually constitute a more reliable source than traditional news outlets. While it has become commonplace for academia and scholarship to establish clear hierarchical distinctions between what constitutes relevant content and what is irrelevant content, the qualitative analysis has demonstrated that these traditional divides are perhaps not as clear-cut as scholars might otherwise believe. Although the large-scale news sources did appear to establish a general trend that was subsequently followed by blogs, in many instances the blogs provided commentary that was unique to what could be found in these traditional news sources. Among the important findings, in these regards, were that blogs were generally more willing to engage in self-reflection and personal digressions on the topic at hand. When one takes into account that a major element of qualitative research is researcher bias, the bloggers’ openness about their personal stance on the exhibit can be read as a sign of higher authenticity. These recognitions attest to a need for scholars and audience members interested in art and art exhibitions to increasingly open themselves to the important and “news” worthy elements contained in blogs. Ultimately, while traditional news outlets maintain relevance through first-hand access, blogging is increasingly emerging as a important voice that should be recognized. 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